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M AU

1. Ly do chon e tai Trong ieu kien nc ta hien nay, kinh te ngay cang phat trien, cac cong ty nc ngoai au t vao nc ta ngay cang nhieu. Mat khac cac ngan hang, cac cong ty chng khoan ngay cang c au t mot cach manh me. Chnh v the yeu cau ve truyen dan d lieu gia cac cong ty, cac chi nhanh vi nhau ngay cang thng xuyen va bc thiet hn. Viec thong tin c cap nhat nhanh chong va chnh xac se giup cac nha au t kp thi nam bat c c hoi va quyet oan hn trong au t. Ngay nay vien thong la mot trong nhng nganh co toc o phat trien nhanh va co nhieu thanh tu rc r nhat. Viet Nam la nc i sau nen c tha hng tat ca nhng thanh tu o vi chi ph re hn. Mat khac, e nen kinh te at nc phat trien th tien quyet la phai ap dung nhng thanh tu ve vien thong, ac biet la cong nghe truyen dan d lieu gia cong ty vi khach hang, cong ty vi cong ty, trong nc vi the gii. Cac d lieu co thong suot va ro rang th viec au t mi phat trien manh va nen kinh te mi phat trien c. Trung tam truyen dan khu vc 3 la trung tam c anh gia hoat ong kinh doanh co hieu qua lien tuc nhieu nam lien thuoc cong ty truyen dan Viettel. Hoat ong cua trung tam luon bam sat nh hng kinh doanh cua cong ty, ong thi bam sat chu trng, chnh sach va cac chng trnh kinh te trong iem cua Thanh pho, a tap trung au t vao lnh vc truyen dan d lieu, truyen bao, truyen hnh nham phat trien kinh te Thanh pho no i rieng va at nc noi chung. ong thi qua thi gian hoc tap ren luyen tai Trng

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ai Hoc Kinh Te va c tiep can vi thc tien sinh ong cua hoat ong kinh doanh tai trung tam truyen dan khuc vc 3. Em thay can phai ay manh hn chien lc marketing nham tang so lng thue kenh rieng th cong ty mi co the ng au va gianh phan thang trc cac oi thu manh nh VNPT, FPT hay EVN. Xuat phat t nhng ly do tren em quyet nh chon e tai: Hoan thien giai phap marketing mix ay manh so lng thue kenh rieng tai trung tam truyen dan khu vc 3 _ cong ty truyen dan Viettel. 2. Muc tieu chon e tai Phan tch thong tin t hoat ong san xuat kinh doanh, hoat ong marketing hien tai cua trung tam truyen dan khuc vc 3 va cac oi thu canh tranh cua trung tam. T o e xuat nhng giai phap kien ngh nham tang so lng thue kenh rieng, gop phan ay manh hieu qua san xuat kinh doanh va tang v the canh tranh cua trung tam. 3. Phng phap nghien cu Co nhieu phng phap nghien cu khoa hoc khac nhau vi nhng u va khuyet iem rieng biet. Do han che ve mat thi gian va kinh nghiem nen em chu yeu s dung phng phap nghien cu nh lng nh: Tong hp va phan tch (thu thap so lieu th cap gom nhng tai lieu san co trong noi bo trung tam co lien quan en lch s hnh thanh cong ty, c cau to chc, hoat ong marketing, hoat ong kinh doanh ) Ngoai ra em con tham khao tai lieu: Mot so tai lieu kham khao phuc vu cho bao cao nh sach ve marketing, cac website co noi dung kien thc lien quan ve cong ty, ve oi thu canh tranh

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4. Han che cua e tai Vi kien thc va kinh nghiem thc te con han che, ong thi ay la mot e tai ma thi gian nghien cu co han, noi dung rong nen em ch co the nghien cu mot lnh vc nho la marketing cho dch vu thue kenh rieng tai trung tam, t o anh gia va a ra mot so giai phap hoan thien. 5. Ket cau cua e tai Chng I: Ly luan c ban ve marketing Gii thieu khai quat ve khai niem, muc tieu, vai tro va chc nang cua marketing. Ben canh o gii thieu phan trong tam cua e tai la chien lc marketing Mix cua doanh nghiep nham tac ong vao th trng. Chng II: Tong quan ve cong ty truyen dan Viettel Chng nay tap trung gii thieu ve: Tong Cong ty Vien thong Quan oi Cong ty Truyen dan Viettel Trung tam truyen dan KV3 Tnh hnh san xuat kinh doanh cua Trung tam truyen dan KV3 ba nam gan ay. Chng III: Phan tch oi thu canh tranh Noi en oi thu canh tranh cua cong ty Truyen dan Viettel phai ke en VNPT, EVN, FPT. Nen chng nay chu yeu phan tch iem manh, iem yeu cua cac oi thu canh tranh tren. Chng IV: Thc trang hoat ong marketing mix tai trung tam truyen dan KV3 Tap trung phan tch cac chien lc: san pham, gia, phan phoi, chieu th ma trung tam truyen dan KV3 ang thc hien. T o thay c u va khuyet iem cua tng chien lc.

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Chng V: Hoan thien giai phap marketing mix cho dch vu thue kenh rieng tai trung tam truyen dan KV3_cong ty truyen dan Viettel. Ket hp cac u va khuyet iem cua chien lc 4P tai Trung tam, t o a ra mot vai giai phap e hoan thien hn chien lc Marketing Mix cua Trung tam.

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PHAN M AU CHNG I: LY LUAN C BAN VE MARKETING 1.1. MARKETING OI VI DOANH NGHIEP 1.1.1. Khai niem Cung vi s phat trien cua nen kinh te, nhat la trong ieu kien hien nay, khi Viet Nam a gia nhap WTO, ngi dan ngay cang thong minh hn trong la chon mua hang hoa cung nh ho ngay cang co nhieu s chon la hn oi vi san pham hang hoa co nhieu doanh nghiep san xuat, kinh doanh canh tranh vi nhau. Do o, cac doanh nghiep phai xac nh ro nhu cau, s thch cua khach hang e a ra th trng cac san pham phu hp nham ap ng nhu cau ngay cang a dang cua khach hang. e ap ng c nhng yeu cau tren th Marketing gi mot vai tro ac biet quan trong trong toan bo ke hoach cua doanh nghiep. Marketing giup doanh nghiep co the hieu ro ve khach hang cua mnh hn. ieu o the hien ro qua viec doanh nghiep lam thoa man tot hn nhu cau va c muon cua khach hang. Nhu cau va c muon cua con ngi th vo cung va khong co gii han, luon luon thay oi. Va van e cua Marketing la phai biet kch thch c muon va ac biet khi no phu hp vi kha nang mua sam cua khach hang. V vay, Marketing trong thi ai ngay nay c nh ngha nh sau: Marketing la qua trnh phat hien ra cac nhu cau va thoa man cac nhu cau cua khach hang ong thi em lai li nhuan cho doanh nghiep (Nguon: Bai giang mon Quan tr Marketing cua ThS. Pham Th Ngoc Thao). Trong cac cong ty, Marketing a ra triet ly va nh hng nhieu hoat ong cua cong ty. Nhng muc tieu Marketing phan anh nhng muc tieu chung cua cong ty. Marketing nhan manh en phan tch va thoa man nhu cau cua khach hang, nh hng nhng nguon lc cua cong ty e tao ra san pham ma khach hang muon va ieu chnh

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theo nhng thay oi ve nhu cau va ac trng cua khach hang. Marketing tm kiem nhng s khac biet thc s trong th hieu cua khach hang va sang tao nhng gia tr e ap ng. 1.1.2. Muc tieu Marketing hng en ba muc tieu chu yeu sau ay: (1) Thoa man khach hang: La van e song con cua doanh nghiep. Cac no lc Marketing eu nham ap ng nhu cau cua khach hang, lam cho ho hai long, trung thanh vi doanh nghiep, qua o thu phuc them khach hang mi. (2) Chien thang trong canh tranh: Cac giai phap Marketing giup doanh nghiep oi pho tot cac thach thc cua canh tranh, am bao v the canh tranh thuan li tren th trng. (3) Li nhuan lau dai: Marketing phai tao ra mc li nhuan can thiet e giup cong ty tch luy va phat trien. 1.1.3. Vai tro Marketing ong vai tro quan trong trong lnh vc kinh doanh. No hng dan, ch ao, phan phoi cac hoat ong san xuat kinh doanh cua cac doanh nghiep. Chnh ieu nay a giup cho cac doanh nghiep co kha nang thc hien cac ke hoach san xuat e ra. Marketing xac nh san xuat cai g? San xuat ra san pham co ac iem nh the nao? Vi so lng bao nhieu? Can s dung nguyen lieu g? Gia ban la bao nhieu? San xuat cho oi tng nao Do san xuat phat trien nhanh, tieu thu hang hoa ngay cang kho khan, Marketing c coi la hien tng trung tam phan phoi cac hoat ong khac, no lien quan en phan phoi cac yeu to con ngi vi san xuat, tai chnh. Chnh v vay, ngi ta goi Marketing la hoc thuyet chiem lnh th trng, la nghe thuat ng x trong kinh doanh hien ai, la cha khoa vang cua s thanh cong, la b quyet tao thang li trong kinh doanh.

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1.1.4. Chc nang cua Marketing 1.1.4.1. Chc nang lam thch ng san pham vi nhu cau th trng Khi khach hang i mua san pham eu da tren nhu cau, viec cac doanh nghiep xac nh ro rang cu the nhu cau o la ieu rat can thiet. San pham hap dan ngi mua co the la v no mi, hay v cac ac tnh s dung cua no luon c cai tien, hay v cac dch vu kem theo mang en cho ngi mua cam thay ho a nhan c nhng gia tr tng xng vi so tien ho a bo ra mua. Marketing co chc nang lam cho san pham co the thch ng vi nhu cau th trng da tren s phan tch moi trng vi mo. Marketing ch ra cho cac bo phan ky thuat san xuat can phai san xuat cai g? ac iem san pham nh the nao? Khoi lng san pham bao nhieu? Ngoai ra, Marketing con giup thc hien viec la chon th trng muc tieu tiem nang, la chon thi gian thch hp va cach thc a san pham vao th trng a chon. Vi chc nang nay, Marketing co the bao gom Marketing san pham, nghien cu th trng va gan bo cac hoat ong nay chat che hn vi nhau. Trong o nghien cu th trng am trach cac cong viec nh: Phan tch ngi tieu thu e xem xet va anh gia nhng ac tnh, yeu cau, tien trnh mua cua ngi tieu thu, la chon cac nhom ngi tieu thu e hng cac no lc Marketing vao; Phan tch moi trng va nghien cu Marketing e d bao va thch ng vi nhng yeu to ben ngoai anh hng en s thanh cong hay that bai cua doanh nghiep, tap hp cac thong tin e quyet nh cac van e Marketing; M rong pham vi hoat ong: la chon va a ra cach thc tham nhap nhng th trng mi. Va Marketing hoach nh san pham e phat trien va duy tr san pham, tap hp san pham, hnh anh san pham, nhan hieu, bao b, ong thi loai bo nhng san pham yeu kem khong ap ng c nhu cau th trng.

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Marketing ch ra cho cac chuyen gia ky thuat, cac nha to chc san xuat nhng nh hng ung an ve nghien cu va phat trien san pham mang tnh cong nghe cao, viec nghien cu va phat trien san pham co the a en thay oi ang ke ve nhu cau va c cau mua sam tren th trng th cung thu c li nhuan nhieu hn khi ng dung cac chc nang khac cua Marketing. Thc hien chc nang lam thch ng san pham vi nhu cau th trng, Marketing co the thau tom, phoi hp cac hoat ong cua cac bo phan ky thuat, tieu chuan hoa san pham, san xuat, nghien cu th trng cac x nghiep san xuat bao b, in an nhan hieunham muc tieu chung la lam tang tnh hap dan cua san pham tren th trng, thoa man tot nhu cau cua khach hang. 1.14.2. Chc nang phan phoi Chc nang nay bao gom toan bo cac hoat ong nham to chc s van ong toi u cua san pham hang hoa t sau khi no ket thuc qua trnh san xuat en khi no c giao cho ngi tieu dung cuoi cung. Chc nang phan phoi gop phan quan trong trong lu thong hang hoa va tieu thu san pham. Viec phan phoi hp ly se gop phan quyet nh en chi ph lu thong, anh hng en gia ban se tang nhieu hay t va lam tang sc canh tranh cho san pham Chc nang nay bao gom cac hoat ong sau: Tm hieu ve khach hang, ac biet la kha nang thanh toan cua ho. Lap cac hoa n, chng t can thiet gi cac bo phan lien quan. Hng dan khach hang lam thu tuc ky ket hp ong, n at hang. To chc cong viec lu kho hang hoa va cac iem mut kenh phan phoi giup a hang hoa en khach hang mot cach nhanh chong, ong thi at c s can bang gia dch vu cho khach hang vi chi ph phan phoi.

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To chc van chuyen hang hoa: la chon phng tien van tai, phng thc van tai, tuyen ng, cac thu tuc gi hang, giao hang, van e bao b tron goi To chc cac dch vu ho tr cho cac ai ly cung nh khach hang, bao gom to chc cac ca hang nh the nao, to chc cac quay hang ra sao, sap xep hang hoa trng bay nh the naoTrong trng hp khach hang can, khach hang (ap ng u cac ieu kien cua cong ty a ra hoac co quan he lam an lau dai vi cong ty) co the nhan c s ho tr ve tai chnh va nhng u ai nhat nh ve thi gian va ieu kien thanh toan. Phat hien s tr tre, ach tac cua cac kenh phan phoi co the dien ra trong qua trnh van ong cua hang hoa do nhieu nguyen nhan e co bien phap x ly kp thi. Co the giam hoac cat bt mot so kenh phan phoi kem hieu qua va au t phat trien cac kenh phan phoi hieu qua. 1.1.4.3. Chc nang tieu thu hang hoa Chc nang nay gom hai hoat ong ln nham giup viec tieu thu hang hoa c de dang hn: Kiem soat ve gia ca thong qua cong viec hoach nh gia, gom: Xac nh cac mc gia, hoa hong cho cac trung gian, cac ieu khoan ban hang, ieu chnh gia va s dung gia nh mot yeu to tch cc hay thu ong. To chc cach hoat ong nghiep vu va nghe thuat ve ban hang: Truyen at thong tin ve san pham, co van cho khach hang, tr giup ve ky thuat, thu xep viec tai tr va giao hang, ieu phoi hang hoa tranh tnh trang khan hiem, tm kiem va phat trien khach hang mi

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1.1.4.4. Chc nang yem tr Chc nang nay cua Marketing giup thong at va thuc ay san pham en th trng muc tieu cung nh giup khach hang thoa man hn ve san pham, dch vu cua cong ty. Chc nang nay bao gom cac hoat ong sau: Hoach nh xuc tien: Thong at vi khach hang, cong chung va cac oi tng muc tieu khac ve san pham, dch vu cua cong ty thong qua cac hnh thc cua quang cao, quan he cong chung, ban hang ca nhan va khuyen mai Cac dch vu san pham kem theo. To chc ban hang trc tiep. 1.2. CHIEN LC MARKETING CUA DOANH NGHIEP NHAM TAC ONG VAO TH TRNG 1.2.1. Chien lc 4P 1.2.1.1.Chien lc san pham Chien lc san pham la tong the cac nh hng, cac nguyen tac va cac bien phap thc hien trong viec xac lap, mot tap hp san pham bao gom cac dong san pham va cac mon hang sao cho phu hp vi tng th trng va phu hp vi tng giai oan khac nhau trong chu ky song cua san pham o. S tien bo khoa hoc ngay cang nhanh lam cho so lng san pham mi khong ngng tang ca ve so lng lan chat lng. Ben canh o, nen kinh te xa hoi ngay cang phat trien, thu nhap cua ngi dan ngay cang tang dan en nhu cau ngi tieu dung ngay mot thay oi va oi hoi ngay cang cao hn ve san pham hang hoa ma ho mua. Ngoai ra, cac doanh nghiep mong muon lam ra cac san pham mi phu hp vi nhu cau cua ngi dan hn e tang doanh thu, tang li

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nhuan. Chien lc san pham la mot trong nhng vu kh sac ben nhat trong canh tranh va co hieu qua trong viec tao ra s thoa man mot so oi hoi sau: San pham co the canh tranh tren th trng c khong? Canh tranh nh the nao? San pham co phu hp vi nhu cau cua khach hang cha? Li ch cua san pham mang en se lam khach hang thoa man khong? San pham co thu hut c khach hang khong? Co the ton tai va phat trien lau dai khong? Hay san pham can c sa oi, ieu chnh nh the nao e ngay cang hoan thien hn Khach hang cam nhan san pham t mot phc hp nhng li ch thoa man c nhu cau cua ho. o khong ch la phan li ch cu the cua mot san pham ma ho a mua, ma con kem theo cac dch vu li ch phu them nh: Dch vu bao hanh, dch vu giao hang, phng thc tn dungV vay, khi trien khai cac san pham, cac nha Marketing au tien phai xac nh nhng nhu cau cot loi cua khach hang ma san pham se thoa man. Roi ho thiet ke c san pham cu the va tm cach gia tang san pham e tao ra mot nhom nhng li ch se thoa man c muon cua khach hang mot cach tot nhat. Sau cung san pham can c cho dung th tren th trng mau va thu nhan y kien cua ngi s dung trc khi c chnh thc a ra th trng muc tieu. Ngoai nhng cong viec cu the nh xac nh ac tnh san pham, nhan hieu, bao b, dch vu kem theo quy mo mot san pham rieng le. Th chien lc san pham con co nhng chien lc ln hn danh cho viec xay dng dong san pham hay mot tap hp san pham (tong hp nhng dong san pham va mon hang ma mot mot ngi ban cu the a ra ban cho ngi mua). Cac chien lc san pham nay bao gom:

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Chien lc san pham: Quyet nh ve chieu dai tap hp san pham nh tang them mat hang cho moi dong san pham hay tang them cac dong san pham mi thch hp; quyet nh ve chieu sau: Thay oi kch c, mui v cho mot san pham, giam tnh ong nhat cua tap hp san pham. Chien lc dong san pham: Quyet nh neu ac iem dong san pham nh chon mot hay vai mon hang tieu bieu trong dong e gii thieu thu hut khach hang, quyet nh thiet lap, phat trien dong san pham, quyet nh han che, cai bien hay hien ai hoa dong san pham. Chien lc cho tng san pham cu the: Quyet nh oi mi san pham, bat chc san pham oi thu canh tranh mot cach chon loc, nang cao kha nang thch ng cua san pham tren th trng ve chat lng va gia ban, nh v san pham trong tam tr ngi tieu dung. Tuy nhien, muon e ra chien lc san pham cho doanh nghiep th cac nha Marketing cung can phai hieu ro ve san pham cua doanh nghiep mnh ang thuoc giai oan chu ky song san pham nao e co giai phap phu hp. Mot chu ky song ien hnh cua mot san pham nao e co giai phap phu hp. Mot chu ky song ien hnh cua mot san pham gom 4 giai oan sau: Giai oan m au (introduction): La giai oan doanh so tang cham khi san pham ang c a vao th trng. Li nhuan cha co, v nhng chi ph cho viec gii thieu cao. Giai oan nay cac doanh nghiep thng chao ban cac san pham c ban. Giai oan phat trien (growth): san pham c th trng tiep nhan mau le va li nhuan ngay cang tang. Giai oan nay cac doanh nghiep thng chao ban nhng san pham phat trien va cac dch vu bao hanh. Giai oan bao hoa (maturity): Doanh thu tang cham dan va at cc ai, v san pham a c hau het cac khach hang tiem nang chap nhan. Li

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nhuan on nh hoac giam lai v phai tang chi ph Marketing bao ve san pham chong canh tranh va gi long trung thanh cua khach hang. Giai oan nay cac doanh nghiep thng a dang hoa nhan hieu va mau ma. Giai oan suy giam (decline): La giai oan doanh thu va li nhuan giam manh nhat. Giai oan nay cac doanh nghiep thng loai bo bt cac mat hang kinh doanh khong hieu qua. 1.2.1.2. Chien lc gia Mac du tren th trng hien nay, cac yeu to phi gia tr nh chat lng, dch vu hau mai a tr nen tng oi quan trong hn, nhng gia ca van con tac ong manh me en s chon la cua ngi mua. Chien lc gia co v tr quan trong trong chien lc Marketing v no la yeu to duy nhat mang lai thu nhap so vi cac yeu to khac trong Marketing mix. No cung gay anh hng ln en doanh so va do o anh hng en li nhuan cua doanh nghiep. a. Muc tieu chien lc gia am bao s ton tai cua cong ty. Toi a hoa li nhuan hien thi: Ho c lng mc cau va ph ton i lien nhng mc gia khac nhau, sau o chon mc gia tao li nhuan hien tai, lng tien mat, hoac t le doanh thu tren von au t toi a. Gia tang th phan. Gi on nh th trng: Ho chap nhan gia canh tranh hay thc hien canh tranh khong da tren gia. b. Cac chien lc gia ien hnh 1. Chien lc gia cho san pham nh gia dong san pham: Cac doanh nghiep thng trien khai nhieu san pham va ho quyet nh cac bac gia cho nhng san pham khac nhau trong cung mot dong ay, da tren s khac biet ve chi ph, nhng anh

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gia cua khach hang ve ac iem khac nhau, va gia ca cua cac oi thu canh tranh. nh gia san pham tuy chon: Nhieu doanh nghiep cung cap nhng san pham mang ac tnh t chon, v du nh cac bo phan trong mot may vi tnh, doanh nghiep phai xac nh bo phan nao la phan t chon va nh gia cho no. nh gia san pham phu: Khi san pham phai c dung vi san pham chnh yeu khac. V du Kodak nh gia may anh thap v cong ty kiem li t viec ban phim. 2. Chien lc ieu chnh gia nh gia chiet khau va cac khoan giam gia: Thng cho khach hang khi ho thanh toan sm hoa n, mua khoi lng ln, mua ngoai mua. nh gia phan biet: La viec oi gia can ban cho phu hp vi tng oi tng khach hang, loai san pham, khu vc tieu thuay la trng hp doanh nghiep ban mot san pham vi nhieu mc gia khac nhau, s canh tranh cua oi thu khu vc gia cao, s mua i ban lai gia cac khu vc gia khac nhau. 3. Chien lc thay oi gia Chu ong giam gia: Thng e oi pho vi cac trng hp nh nha may con cong suat hoat ong hay qua tha nang lc, hay giam gia do oi thu canh tranh, nham tm kiem th trng, hay do kha nang tieu thu khong cao, th phan ang suy giam, hay do muon khong che th trng. Chu ong tang gia: Viec tang gia co the lam anh hng khong tot cho viec ban hang nhng viec tang gia thanh cong co the tang li nhuan mot cach ang ke. Co the tang gia khi: gia vat t tren toan cau gia tang lam giam manh li nhuan cua doanh nghiep, hay do lng cau qua ln

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ma mot cong ty khong cung ng c tat ca nhu cau cho khach hang cua mnh. 4. Chien lc nh gia san pham mi nh gia tham nhap th trng: Doanh nghiep nh gia san pham tng oi thap, hy vong se thu hut c mot lng khach mua u ln va at c mot th phan ln. nh gia nham chat loc th trng: La doanh nghiep se nh gia cao ngay t au e chp th trng, sau o mi ha gia e loi keo lp khach hang ke tiep von nhay cam vi gia ca. Bang cach nay, doanh nghiep thu c lng doanh thu toi a t nhng khuc th trng khac nhau. 5. Chien lc nh gia tam ly Rat nhieu khach hang dung gia ca e o lng chat lng san pham. Bi v ngi mua ngh gia cao ngha la chat lng cao. Ben canh o, viec xac nh gia san pham co nhng so le cuoi e tac ong tam ly thch mua re cua khach hang. Khi ap dung chien lc nay, cac doanh nghiep xem xet yeu to tam ly cua gia ca ch khong n thuan ve kha canh kinh te. 1.2.1.3. Chien lc phan phoi Chien lc phan phoi co vai tro quan trong trong hoat ong Marketing. Viec phan phoi hp ly se giup qua trnh kinh doanh c an toan, tang cng kha nang lien ket trong kinh doanh, giam c s canh tranh va lam cho qua trnh lu thong hang hoa nhanh va hieu qua. Trong phan phoi ngi ta thng dung cac kenh phan phoi, o la tap hp cac to chc va ca nhan lam nhiem vu chuyen a san pham t nha san xuat en ngi tieu dung cuoi cung. Kenh phan phoi bao gom nha san xuat, nha cung cap, nha buon s, nha buon le, ai lyva ngi tieu dung. Tuy theo tng loai san

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pham, tng loai th trng, tng loai doanh nghiep ma so lng kenh va cau truc kenh se khac nhau. Co 4 cach to chc kenh phan phoi nh sau: Kenh phan phoi truyen thong: Bao gom nha san xuat, nha ban s, nha ban le oc lap. ac iem cua kenh nay la thieu s lanh ao manh, hoat ong kem va co nhieu xung ot tai hai do moi nha la mot doanh nghiep rieng luon tm cach tang toi a li nhuan cua mnh, cho du co lam giam li nhuan cua ca he thong cung c. Kenh phan phoi doc: Ngc lai, bao gom nha san xuat, nha ban s, nha ban le hoat ong nh mot the thong nhat. Hoac mot thanh vien nay la chu cua cac thanh vien khac, hoac cho ho oc quyen kinh doanh, hoac co quyen lc manh en noi cac thanh vien kia phai hp tac. Co 2 hnh thc kenh phan phoi doc: Hnh thc cong ty co s hp tac va giai quyet xung ot nh mot chu s hu tai nhieu cap trong kenh; hnh thc hp ong ieu hanh thiet lap thong qua nhng hp ong thoa thuan gia cac thanh vien vi nhau. Kenh phan phoi ngang: Hai hay nhieu cong ty cung cap hp lai vi nhau e tm kiem cac c hoi mi xuat hien. Ho co the lien ket ve nhan s, tai chnh, ky thuat He thong a kenh: Cac cong ty ngay cang chap nhan nhng he thong nhieu kenh e vn ti cung mot th trng hay nhng th trng khac nhau. Tuy nhien, he thong nay kho quan ly nen oi hoi nhan vien phai co nang lc tot. S la chon kenh phan phoi la mot trong nhng quyet nh quan trong va ay kho khan cua cong ty. Phan phoi hang hoa la mot lnh vc co tiem nang, tiet kiem va thoa man khach hang nhieu nhat. Khi cac nha x ly n at hang,

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cac nha thiet ke kho bai, cac quan tr vien lu kho va van tai a ra nhng quyet nh, ho a tac ong en chi ph va kha nang tao sc cau cua nhau. Cong ty phai quyet nh kenh phan phoi nao thch hp nhat vi muc ch, yeu cau va kha nang cua cong ty, ong thi tm cach thuyet phuc mot hay vai nha trung gian ong y bay ban san pham cua mnh. Sau cung, cong ty phai thc hien viec quan tr kenh phan phoi va kiem tra hieu qua hoat ong cua kenh. 1.2.1.4. Chien lc chieu th Chieu th la no lc cua doanh nghiep e thong tin, thuyet phuc, nhac nh va khuyen khch khach hang mua san pham, cung nh hieu ro ve doanh nghiep. Chien lc chieu th chu s chi phoi bi muc tieu va chien lc Marketing cua cong ty. Chien lc chieu th co the tac ong en ca trung gian phan phoi va ngi s dung cuoi cung. Chng trnh chieu th chu yeu hng en cac nha trung gian goi la chien lc ay (Push Strategy): e tao lien he ve pha trc trong kenh phan phoi. Nha san xuat xuc tien manh en cac trung gian phan phoi e thuc ay ho mua san pham va tiep tuc xuc tien e ban en ngi tieu dung. Chng trnh chieu th chu yeu hng en ngi s dung cuoi cung goi la chien lc keo (Pull Strategy): Ngi tieu dung se yeu cau san pham t cac nha phan phoi va nhng ngi nay se at hang lai nha san xuat. Chien lc nay s dung nhieu quang cao va khuyen mai cho ngi tieu dung. Cac cong cu chieu th trong hon hp chieu th (Promotion Mix): quang cao (Advertising), quan he cong chung va tuyen truyen (Public Relation & Publicity), khuyen mai (Sales Promotion), ban hang ca nhan (Personal Selling), Marketing trc tiep (Direct Marketing).

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CHNG II: TONG QUAN VE TONG CONG TY VIEN THONG QUAN OI _ CONG TY TRUYEN DAN VIETTEL 2.1. Tong quan ve Tong Cong ty Vien thong Quan oi 2.1.1. Lch s ra i + Ten goi: TONG CONG TY VIEN THONG QUAN OI + Ten giao dch quoc te: VIETTEL CORPORATION + Tru s chnh: So 1 Giang Van Minh, Quan Ba nh, Ha Noi + Ngi ai dien theo phap luat: Ong Hoang Anh Xuan - Tong Giam oc Viettel c thanh lap ngay 1/6/1989 tien than la Cong ty ien t thiet b thong tin, kinh doanh cac dch vu truyen thong nh: khao sat thiet ke, xay lap cac cong trnh thong tin, xuat nhap khau cac thiet b vien thong va dch vu bu chnh. 27/7/1993 Bo trng Bo Quoc Phong ra quyet nh so 336/QD-QP thanh lap Doanh nghiep nha nc Cong Ty ien T va Thiet B Thong Tin vi ten giao dch quoc te la SINGELCO. 14/7/1995 Bo trng Bo Quoc Phong ra quyet nh so 615/QD-QP quyet nh oi ten Cong Ty ien T Thiet B Thong Tin (SINGELCO) thanh Cong Ty ien T Vien Thong Quan oi, ten giao dch quoc te VIETTEL va tr thanh nha khai thac kinh doanh dch vu vien thong th 2 tai Viet Nam. 19/04/1996 sap nhap 3 cong ty: Cong Ty ien T Vien Thong Quan oi Cong Ty ien T va Thiet B Thong Tin 1 Cong Ty ien T va Thiet B Thong Tin 2 Thanh Cong ty ien T Vien Thong Quan oi (VIETTEL). 28/10/2003 Cong ty ien T Vien Thong Quan oi c oi ten thanh Cong ty Vien Thong Quan oi, ten giao dch tieng anh: VIETTEL CORPORATION, ten viet tat la VIETTEL, trc thuoc binh chung Thong Tin Lien Lac - Bo Quoc Phong.

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Ngay 27/04/2004 Bo Quoc Phong ra quyet nh so51/2004/Q-BQP ve viec chuyen Cong Ty Vien Thong Quan oi thuoc Binh chung thong tin lien lac ve trc thuoc Bo Quoc Phong. Ngay 02/03/2005, Thu tng Chnh phu ra quyet nh so43/2005/Q-TTg ve viec phe duyet e an thanh lap Tong cong ty Vien thong Quan oi. 06/04/2005 theo quyet nh so 45/2005/Q-BQP oi ten cong ty Vien thong Quan oi thanh Tong Cong Ty Vien Thong Quan oi trc thuoc bo Quoc Phong, ten giao dch bang tieng Anh la VIETTEL CORPORATION, ten viet tat la VIETTEL. 2.1.2. Lnh vc kinh doanh Kinh doanh cac dch vu Bu chnh, Vien thong: Dch vu ien thoai ng dai trong nc va quoc te 178. Dch vu Internet bang thong rong ADSL. Dch vu truy cap Internet trc tiep Leased Line. Dch vu ket noi Internet IXP. Cac dch vu gia tr gia tang Internet nh: Dch vu ang ky ten mien, quang cao cho Website, Webhosting: Private Mail, Virtual Mail ... Dch vu ien thoai co nh va cac dch vu gia tr gia tang. Dch vu ien thoai di ong vi cac au so 098, 097, 0168, 0169, 0166. Phat trien cac san pham phan mem trong lnh vc ien t, vien thong, cong nghe thong tin, Internet. San xuat, lap rap, sa cha va kinh doanh thiet b ien, ien t vien thong, cong nghe thong tin va thiet b thu phat vo tuyen ien. Hoat ong trong lnh vc xay dng bu chnh vien thong, cong nghe thong tin, truyen tai ien. Khao sat, lap d an cong trnh bu chnh, vien thong, cong nghe thong tin.

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ao tao ngan han, dai han can bo, cong nhan vien trong lnh vc bu chnh vien thong.

au t xay dng c s ha tang, a oc, khach san, du lch, kho bai, van chuyen.

Xuat nhap khau cong trnh thiet b toan bo ve ien t, thong tin va cac san pham ien t, cong nghe thong tin. 2.1.3. Triet ly thng hieu, muc tieu phat trien, gia tr cot loi cua van

hoa Viettel. 2.1.3.1. Triet ly thng hieu Triet ly thng hieu tao ra mot hng i chung cho cac hoat ong cua Viettel, c co ong t viec tong hp c s mong muon cua khach hang va s ap ng cua Viettel ket hp gia van hoa phng ong va Phng Tay. Triet ly thng hieu cua Viettel la: Caring Innovator, vi Caring co ngha la quan tam va Innovator la ngi sang tao. Chon triet ly thng hieu o v Viettel tin rang la ngi i tien phong, ngi rat sang tao. Ngoai s tien phong, luon i trc, m loi dan ng Viettel con rat quan tam en con ngi, quan tam en tng ca nhan cu the e ap ng nhu cau va nguyen vong cua ho thong qua a dang cac dch vu cua Viettel ang cung cap e phuc vu khach hang, thong qua he thong cham soc khach hang ngay cang c chuyen nghiep hoa. Triet ly nay va ket hp net ep cua hai nen van hoa ong phng va Tay phng, co s quan tam, cham soc du dang, hng noi (Caring) va co s sang tao, hien ai, tnh ot pha va mang hi th cua khoa hoc ky thuat (Innovator). Chon triet ly nay khong ch e Viettel phan anh qua trnh a qua cua mnh ma con la phng cham, la nguyen tac, la phng hng hanh ong trong thi gian ti.

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Vi triet ly nay, Viettel a ra khau hieu: Say it your way - Hay noi theo cach cua ban_ Viettel a, ang va se luon luon quan tam, lang nghe va no lc ap ng moi nhu cau cua cong ong xa hoi bat c khi nao ho can, ho muon. Trong vo van cach giao tiep, lien lac, truyen tin, neu moi con ngi trong xa hoi thch thu chon la mot cach giao tiep nao cho rieng ho th Viettel se khong ngng sang tao ot pha e ap ng cho bang c nhu cau thong tin lien lac o cho moi ngi. Khi ngi tieu dung phat sinh mot nhu cau mi, Viettel co nhiem vu phai bang moi gia no lc, ap ng nhu cau o mot cach nhanh nhat, re nhat, va hieu qua nhat. oi vi Viettel, moi khach hang la mot ca the rieng biet, vi nhng ca tnh rieng khong the nham lan, hn the na khach hang con la mot ong chu tra lng cho mnh; do o ap ng thoa man ay u tng nhu cau, tng nguyen vong cua ho la trach nhiem va s mang cua Viettel trong tng ngay ton tai va phat trien. 2.1.3.2. Muc tieu phat trien Viettel se tr thanh nha khai thac dch vu Bu chnh Vien thong hang au tai Viet Nam va co ten tuoi tren the gii.

2.1.3.3. Gia tr cot loi cua van hoa Viettel Vi chang ng phat trien gan 20 nam, Viettel a xay dng cho chnh mnh mot tai san la kim ch nam cho phng cham hanh ong cho s thanh cong o la 8 gia tr cot loi: 1. THC TIEN la tieu chuan anh gia.

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2. Trng thanh qua nhng THACH THC va that bai 3. THCH NG nhanh la sc manh canh tranh. 4. SANG TAO la sc song. 5. T duy HE THONG 6. Ket hp ONG TAY 7. Truyen thong va cach lam NGI LNH. 8. VIETTEL la ngoi nha chung. 2.2. Tong quan ve Cong ty Truyen dan Viettel 2.2.1. Lch s ra i Tren c s cong van so 796/CP-CV ngay 31/8/2001 cua Chnh Phu ong y phng an S dung phan nhan roi cua mang vien thong Quan oi lam dch vu, chu trng cua bo Quoc phong chuyen giao dung lng nhan roi ng truc quan s Bac Nam thanh tai san cho cong ty ien t Vien thong Quan oi va giay phep so 891/2001/GP-TCB ngay 26/1/2001 cua tong cuc bu ien cho phep Viettel c thiet lap he thong mang truyen dan noi hat, ng dai trong nc e cung cap dch vu thue kenh. Ngay 18/12/2001 Giam oc cong ty ien t vien thong Quan oi a ky quyet nh so 1251/Q-CTTVTQ thanh lap trung tam Mang truyen dan . Cung vi viec thanh lap Tong cong ty Vien thong Quan oi, ngay 17/5/2005 Tong Giam oc Tong Cong ty Vien thong Quan oi a ky quyet nh so 2492/Q-TCTVTQ ve viec thong nhat at ten cac c quan n v thuoc tong cong ty . Theo o Trung tam truyen dan a chuyen thanh Cong ty Truyen dan Viettel. 2.2.2. C cau to chc

CONG TY TRUYEN DAN VIETTEL

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BAN GIAM OC

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2.2.3. Chc nang Giam sat ieu hanh va am bao qua trnh hoat ong, phat trien he thong mang truyen dan cua cong ty vi cac nhiem vu sau: Quan ly thiet b, tai san cua mang truyen dan, sa cha, bao dng, am bao an toan cho he thong mang truyen dan. Tien hanh giai quyet cac thu tuc thue kenh truyen dan cho cac dch vu vien thong cua cong ty. To chc ieu hanh hoat ong kinh doanh dch vu thue kenh oi vi cac c quan, n v doanh nghiep trong va ngoai quan oi. To chc xay dng va phat trien mang truyen dan mi tai cac tnh, thanh pho trong ca nc.

2.2.4. Nhiem vu Qun ly toan b thit b, tai sn ca h thng mng truyn dn khu vc. Tham gia phat trin mng li, lp t thit b, t chc giam sat thi cong

cac tuyn truyn dn kt ni vi ng trc ve cac tuyn truyn dn ti cac tnh thanh ph do Tng cong ty u t.

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T chc kinh doanh dch v thue kenh ng dai, ni ht trong nc va

thue kenh quc t. m bo duy tr thng xuyen hot ng mng truyn dn ca khu vc co

cht lng tt, tin cy cao. Thc hin ch kim tra bo dng, khc phc s c kp thi. - T chc thc hin cac quy nh v tai chnh theo phan cp qun ly ca Cong ty. 2.3. Trung tam truyen dan khu vc 3 2.3.1. C cau to chc

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BAN GIAM OC TRUNG TAM

PHONG KE HOACH

PHONG TO CHC HANH CHNH

BAN TAI CHNH

PHONG KINH DOANH

BAN QUY HOACH TOI U VA DCNTT

PHONG PHAT TRIEN MANG

PHONG KHAI THAC VAN HANH

BAN HA TANG

TO D AN

BAN HO TR KY THUAT

BAN GIAM SAT T.CONG

BAN LAP AT THIET B

BAN DUY TU B.DNG

BAN VT TRONG NC

BAN QUAN TR MANG

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TO QUAN LY TAI SAN

BAN NG CU T.TIN

BAN HOANG CONG

BAN VT QUOC TE

BAN VO TUYEN

BAN TONG HP

BAN KHO

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2.3.2. Cac san pham dch vu Thue kenh rieng trong nc (lien tnh, noi tnh, noi hat) Thue kenh rieng quoc te (IPLC) Dch vu VSAT Dch vu IPVPN MPLS Dch vu hoi ngh truyen hnh, truyen bao 2.3.3. oi tng khach hang Do ac iem la kinh doanh ve dch vu truyen dan nen khach hang cua cong ty khong la cac ca nhan rieng le ma la cac to chc nh: Cac c quan bo nganh Cac tong cong ty Cac ngan hang Cac trng ai hoc Khach hang tai cac khu cong nghiep, khu che xuat. 2.4. Tnh hnh san xuat kinh doanh tai Trung tam truyen dan KV3 ba nam gan ay 2.4.1. Thuan li va kho khan tai Trung tam truyen dan khu vc 3 2.4.1.1. Thuan li Gia cc thue kenh trong nc va quoc te giam, khuyen khch khach hang s dung dch vu thue kenh rieng. ac biet la cac khach hang co nhu cau thue kenh dung lng ln nh cac doanh nghiep vien thong, cac cong ty chng khoan.v.v. Nam 2006, 2007 va au quy I nam 2008, th trng chng khoan van con soi ong, dan en mot so khach hang cu tang dung lng thue kenh va phat sinh cac khach hang mi trong nhom khach hang nay.

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Trong nam 2008, ngoai S-fone la khach hang em lai doanh thu chu yeu cua nhom vien thong, PKD TTTDKV3 con tiep xuc lam viec va trien khai cho mot so khach hang ln thuoc nhom khach hang nay: Trung tam thong tin di ong KV2-thue luong 155Mbps noi tnh, Trung tam vien thong IPthue 02 luong 34 Mbps lien tnh va 155Mbps Bac Nam.v.v. Tiep tuc hp tac vi cac oi tac AT&T va Chung Hwa Telecom, Hutchinson.v.v. e tang nguon khach hang quoc te. Co the ke en mot so khach hang ln nh: Cong ty Posco (3 x 2048 Kbps), IBM (04 x 2048 Kbps), Tng Minh (03 x 2048 Kbps), Ngan hang HSBC.v.v. Ben canh cac ngan hang ang hoat ong con co so lng ln cac ngan hang mi c thanh lap dan en nhu cau thue kenh tang rat nhanh. ay cung la mot trong nhng khach hang ln, tuy dung lng thue kenh khong ln, nhng so lng kenh ma cac khach hang nay thue cung chiem mot phan doanh thu khong nho. Co the ke en mot so khach hang ln nh: Ngan hang Nha nc, Ngan hang au t Phat trien, Ngan hang HSBC, Eximbank, ACB Cac cong ty truyen thong phat trien manh me va ay la mot nguon khach hang tiem nang. Ho thue kenh e phuc vu cho truyen hnh nen dung lng thue se rat ln (t 4 Mbps tr len). 2.4.1.2. Kho khan Kho khan trong viec trien khai cap tren cot ien lc, dan en mot so tuyen cua khach hang trien khai cham. Do thieu nhan lc nen cong tac cham soc khach hang cha chu trong, ac biet la nhng khach hang ln.

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Chnh sach gia cha linh hoat, phan ng vi s giam gia cua oi thu con cham, dan en mat i mot lng khach hang ang ke. Cu the, hien nay van cha co chnh sach gia mi e ap dung cho khach hang. Viec cap dch vu trong cac toa nha gap rat nhieu kho khan do thu tuc va s oc quyen cung cap cua cac oi thu, ac biet la cac toa nha do VNPT au t ha tang trc ay. Cha co c che ro rang ve hoa hong cho ai ly moi gii va toa nha. Cham a ra cac chnh sach ve ban, cho thue, cap thiet b cho khach hang (trong khi cac nha cung cap khac a ap dung chnh sach mien ph thiet b cho khach hang).

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2.4.2. Ket qua kinh doanh nam ba nam gan ay (n v tnh: ong) BANG TONG HP DOANH THU

STT 1 2 3 4 5 6 7 8 9 10 11 12

THANG 1 2 3 4 5 6 7 8 9 10 11 12

NAM 2006 1,172,609,639 1,256,335,893 1,293,098,636 3,043,307,126 3,213,932,008 2,980,970,352 3,216,178,872 3,109,718,258 2,686,441,087 4,857,399,298 4,350,588,180 4,977,399,298 36,157,978,647

NAM 2007 7,568,657,700 5,716,763,504 5,612,815,576 5,717,089,225 5,550,374,899 7,106,074,435 6,684,391,824 6,916,778,448 7,353,876,808 7,243,363,035 7,245,057,035 7,454,943,835 80,170,186,323

NAM 2008 5,883,568,574 6,974,322,437 8,127,745,207 8,860,240,299 9,492,440,379 11,761,047,134 14,015,526,608 15,043,729,221 15,103,967,944 14,596,031,044 15,172,313,544 15,692,985,544 140,723,917,935

TONG CONG

(Nguon: Phong kinh doanh TTTDKV3)

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2.4.3. Phan tch, anh gia tnh hnh san xuat kinh doanh ba nam gan ay Qua bang so lieu doanh thu t nam 2006-2008, ta thay doanh thu tai trung tam tang dan qua tng nam: 2006: 36,157,978,647 VND 2007: 80,170,186,323 VND 2008: 140,723,917,935 VND (n v tnh: ong)

SO SANH DOANH THU NAM 2006 VI NAM 2007

DOANH THU
8,000,000,000 7,000,000,000 6,000,000,000 5,000,000,000 4,000,000,000 3,000,000,000 2,000,000,000 1,000,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 NAM 2006 NAM 2007

THANG

Hau nh qua cac thang nam 2007 eu tang so vi nam 2006 va ty le tang cua nam 2007 so vi 2006 la 121,72%.

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( n v tnh: ong )

SO SANH DOANH THU NAM 2007 VI NAM 2008

DOANH THU
18,000,000,000 16,000,000,000 14,000,000,000 12,000,000,000 10,000,000,000 8,000,000,000 6,000,000,000 4,000,000,000 2,000,000,000 0

NAM 2007 NAM 2008

10 11 12

THA NG

Nam 2008 van gi c mc tang trng on nh qua tng thang so vi nam 2007, va ty le tang trng at 75,53%

(n v tnh: ong)

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SO SANH DOANH THU T NAM 2006 - 2008

160000000000 140000000000 120000000000 140,723,917,93 5

DOANH THU

100000000000 80000000000 60000000000 40000000000 20000000000 0 2006 2007 2008 36,157,978,647 80,170,186,323

NA M

T ket qua kinh doanh cua 3 nam, ta thay: Doanh thu nam sau tang gan nh gap oi nam trc, mot ty le tang rat cao. Nam 2007 tang 121,72% so vi nam 2006 Nam 2008 tang 75,53% so vi nam 2007 Nam 2008 doanh thu tang t hn so vi nam 2007 do mot vai yeu to tac ong nh: Chnh sach gia cha linh hoat, phan ng vi s giam gia cua oi thu con cham, dan en Trung tam mat i mot lng khach hang ang ke. Cu the, hien nay Trung tam van cha co chnh sach gia mi e ap dung cho cac khach hang thue kenh vi dung lng ln t 4 Mbps tr len. Viec cap dch vu trong cac toa nha gap rat nhieu kho khan do thu tuc va oc quyen cung cap dch vu cua cac oi thu, ac biet la VNPT. t giam gia cc ngay 01/04/2008 lam giam khoang 15% doanh thu hang thang. Kho khan trong viec trien khai cap tren cot ien lc, dan en mot so tuyen cua khach hang trien khai cham.

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Nhan vien ban phat trien khach hang trong nc con t. Cha quan ly c quy trnh trien khai, dan en viec nghiem thu mot so tuyen cua khach hang con cham. 2.4.3. Ke hoach doanh thu nam 2009 Trong nam 2009, d kien doanh thu tai trung tam truyen dan khu vc 3 se at 162 ty ong. Chu yeu tap trung vao khach hang thue kenh quoc te va cac nha cung cap dch vu vien thong. Cu the nh sau: Doanh thu hang thang co san nam 2009 do khach hang nam 2008 chuyen sang: 9 ty/thang Doanh thu san co: 9 ty x 12 thang = 108 ty Doanh thu nam 2009: 108 ty x 150% = 162 ty ( phan au doanh thu nam 2009 tang 50% so vi nam 2008) Doanh thu can at mi: 162 ty 108 ty = 54 ty ong ( doanh thu trong nc chiem 30%, doanh thu quoc te chiem 70%) Doanh thu nam 2009 phan au tang 50% so vi nam 2008 v nhng ly do sau: Ke hoach doanh thu do cong ty at ra: Doanh thu nam sau tang gap oi nam trc. Va thc te cung a chng to ieu o khi doanh thu cua trung tam t nam 2006 2008 hau nh nam sau eu tang gan nh gap oi nam trc. Noi lc cua cong ty: Cong ty Truyen dan Viettel hien co mang li truyen dan rong nhat, dung lng ln nhat Viet nam. en cuoi nam 2009 cong ty phan au 100% phng xa tren ca nc c quang hoa (vt qua ca VNPT). Ben canh o, cong ty con co mot oi ngu can bo cong nhan vien c ao tao chuyen nghiep, co tam huyet vi cong ty va nhiet

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tnh trong cong viec. Vi nhng li the tren, cong ty co kha nang ap ng moi yeu cau cua khach hang. Qui mo th trng: Th trng thue kenh la mot th trng con rat tiem nang, hien gi th trng van cha c khai thac het. Trong tng lai no se con phat trien rat manh ac biet la trong lnh vc ngan hang, chng khoan va cac khu cong nghiep khi khung hoang kinh te qua i. ieu kien kinh te: Mac du Trung tam hien ang co nhng li the nhat nh nhng ch at ke hoach tang trng la 50% do hien nay khung hoang kinh te van con ang tram trong nen cac ngan hang, cong ty chng khoan, cac khu cong nghiep khong con hoat ong manh va soi noi nh trc na.

Tom tat trong bang sau:

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TT

NOI DUNG

TRONG NC 3,2 ty/thang

QUOC TE

TONG 9 ty/thang

GHI CHU

DT 12/2008

5,8 ty/thang

Do KH cu 2 DT nam 2009 san co 38,4 ty 69,6 ty 108 ty nam 2008 chuyen sang D kien tang 3 Tong DT nam 2009 48,6 ty 113,4 ty 162 ty 50% so vi nam 2008 DT can phat trien mi nam 2009 Trong nc 10,2 ty 43,8 ty 54 ty 30%, quoc te 70% tong DT

CHNG III: PHAN TCH OI THU CANH TRANH

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Tnh hnh Kinh te - Chnh tr trong nc on nh, kinh te tang trng. Viec Viet Nam gia nhap cac to chc quoc te nh WTO, AFTA, APEC m ra nhieu c hoi kinh doanh mi. Nhu cau s dung dch vu thue kenh truyen dan cua cac doanh nghiep vien thong, ngan hang, tai chnh trong va ngoai nc tang. So lng nha cung cap dch vu thue kenh ngay cang tang (VNPT, Viettel, EVN, FPT) . Nhng c hoi m rong va phat trien th trng cua Viettel la rat ln . Muc tieu chnh cua Viettel la uoi kp va vt qua VNPT ve th phan thue kenh rieng. 3.1. Cong ty truyen dan Viettel 3.1.1 iem manh - Ha tang ln, phat trien nhanh, au t nhieu : o phu cua mang li tot, mang li truyen dan a co mat tai 64/64 tnh thanh nen co the nhanh chong cung cap dch vu cho khach hang tat ca cac tnh thanh tren toan quoc. - Cong nghe tien tien: Do ra i sau nen Viettel ngay t au a au t thiet b va cong nghe tien tien nhat vi cong nghe SDH cho toan bo mang truyen dan: ien thoai, Internet, VPN ( Mang rieng ao ). - Trien khai nhanh , quan ly tap trung : Quan ly tap trung mot au moi, ay la mot trong nhng yeu to rat quan trong e khach hang tin tng Viettel . Thi gian cap kenh , trien khai hp ong ch t 1 en 2 tuan sau khi ky hp ong. - oi ngu CB CNV nang ong , nhiet huyet: Linh ong trong viec giai quyet van e , ho tr khach hang ve ky thuat va thong tin dch vu 24/24. Co c uy tn ve thng hieu: Thng hieu c biet en nh vao s thanh cong cua mang ien thoai di ong Viettel. - Gia cc linh hoat : Co nhng mc gia khac nhau phu hp vi tng oi tng khach hang.

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3.1.2 iem yeu - Nhan lc thieu va yeu : Nhan lc tre, cha co kinh nghiem trong x ly tnh huong trong cong viec. Cha a ra c chien lc Marketing co tnh chat noi troi . - Cha chu ong trong viec quyet nh gia cc, cha co chnh sach gia linh hoat. 3.1.3 C hoi - Lo trnh giam cc cua Bo BCVT tao ieu kien cho cac doanh nghiep, to chc nang cap ng truyen dan phuc vu cho cong tac kinh doanh . - Nhu cau m rong va phat trien quy mo mang li cua cac to chc, doanh nghiep dan en viec tang nhu cau thue kenh rieng . 3.1.4 e doa - Cac oi thu eu au t cho phat trien ha tang mang, nang cao chat lng ng truyen, cc thue kenh giam .v.v. lam tang sc canh tranh, cho khach hang co nhieu c hoi la chon nha cung cap . - Cac oi thu hnh thanh lien minh chien lc nham ay manh hoat ong kinh doanh va thu hut khach hang. V du nh: VDC lien minh NTT, EVN lien minh Hutchison 3.2. Phan tch oi thu canh tranh 3.2.1. VNPT : Tap oan Bu chnh Vien thong Viet Nam ma trong o chu yeu la cac Cong ty sau: - Cong ty Vien thong lien tnh VTN - Cong ty Vien thong Quoc te - VTI - Cong ty Truyen so lieu - VDC 3.2.1.1 iem manh

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- Thng hieu lau nam : Thng hieu VNPT t lau a c th trng biet en phan nao giup cho cac dch vu cua Cong ty VTN, VTI, va VDC phat trien nhanh trong viec quang ba thng hieu cua mnh. ong thi, do oc quyen trong mot thi gian dai, nen a so cac khach hang phai la chon VNPT la nha cung cap dch vu thue kenh rieng ma khong co mot s la chon nao khac nen so lng khach hang cua VNPT chiem a so so vi cac nha cung cap khac - Ha tang vng chac : Co ha tang ng truc, noi tnh , noi hat hoan chnh, vung phu rong khap ca nc, quang hoa en cap xa, kha nang vu hoi, toi u mang tot, ap ng c nhu cau thue kenh cua khach hang mot cach toi a ma khong phai nha cung cap dch vu vien thong nao cung u nang lc. Nguon lao ong doi dao, nhieu kinh nghiem trong viec cung cap dch vu va trien khai dch vu cho khach hang. 3.2.1.2 iem yeu - Bo may cong kenh : Bo may quan ly chia ra lam qua nhieu khau - Quan ly phan tan - Do oc quyen trong mot thi gian dai, khong co oi thu canh tranh nen VNPT mat i tnh linh hoat trong viec tiep can th trng, cham soc khach hang va giai quyet cac van e lien quan en dch vu. 3.2.2. EVN : Cong ty thong tin vien thong ien lc 3.2.2.1 iem manh - Ha tang san co : Khap ni eu co he thong cot ien , de dang trong viec lap at; c s hau thuan manh me cua Tap oan ien lc Viet Nam ( EVN ). Vi hn 40.000 km cap quang, ha tang truyen dan cua EVN Telecom a bao phu 100% tnh thanh va hn 90% vung dan c trong ca nc. Sau khi hoan

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thanh 4 bc cua d an CDMA, ha tang truyen dan se phu 100% a ban ca nc. Moi tnh co ha tang cap quang noi hat, ha tang cap quang lie n tnh trai dai. Ha tang c xay dng bi nhieu vong ring d phong, an toan hn va bao mat hn. EVN co nhieu li the ve nang lc ha tang mang rong ln - Thu tuc ang ky dch vu nhanh gon, tien li. - Dch vu ho tr khach hang chu ao. 3.2.2.2 iem yeu - Mang li cha on nh : Mi xuat hien tren th trng nen cha on nh ve ky thuat . - Nhan lc thieu va yeu, cha trien khai c chien lc Marketing e dch vu tiep can vi khach hang. 3.2.3. FPT : FPT hien nay a tham gia vao th trng cho thue kenh. Tuy nhien e cung cap dch vu ben canh ha tang co san ( ng truc Bac_ Nam, tham gia d an cap quang bien, co ng truyen ra quoc te), FPT ang i thue dch vu cua cac nha cung cap khac. Vi thng hieu va uy tn tren th trng hien nay th FPT la mot oi thu tiem nang rat ang gm ma Cong ty Truyen dan Viettel can phai chu y. 3.2.3.1 iem manh - Thng hieu lau nam, a co cho ng tren th trng, nh: Bao ien t VnExpress lot vao Top 200 Global Website cua Alexa.com va oat Cup Vang giai thng CNTT & truyen thong do Hoi tin hoc Viet Nam to chc; nam 2006 FPT tien phong cung cap dch vu truy cap internet bang cap quang (Fiber to the Home - FTTH) tai Viet Nam . - C che hoa hong ro rang .

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- Nhan vien nang ong va nhiet huyet : chnh sach One stop shop, mot chuyen gia cua FPT trc tiep ho tr ky thuat 24/24 ; Ho tr tai a ch khach hang trong vong 30 phut ke t khi nhan thong bao, thi gian khac phuc trong vong 120 phut. 3.2.3.2. iem yeu - ang xay dng ha tang vien thong rieng, mot phan van phai thue ng truyen cua cong ty vien thong khac , chnh ieu nay lam gia cc cua FPT re hn so vi cac nha cung cap dch vu khac. - Cha cung cap c dch vu tren toan quoc .

CHNG IV: THC TRANG HOAT ONG MARKETING MIX TAI TRUNG TAM TRUYEN DAN KHU VC 3 4.1. Chien lc 4P 4.1.1. Chien lc san pham
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4.1.1.1. Kenh thue rieng lien tnh Kenh thue rieng lien tnh la kenh c thiet lap gia cac iem khong cung a gii hanh chnh 1 tnh, thanh pho trc thuoc Trung ng. iem ket cuoi kenh thue rieng lien tnh la trung tam truyen dan ng dai cua Viettel at tai cac tnh, thanh pho trc thuoc Trung ng. 4.1.1.2. Kenh thue rieng noi tnh, noi hat Kenh thue rieng noi tnh la kenh c thiet lap gia cac iem thuoc pham vi trong cung mot a gii hanh chnh tnh, thanh pho trc thuoc Trung ng. oi vi khach hang thue kenh rieng lien tnh co nhu cau thue truyen dan ket noi gia au cuoi cua khach hang vi Cong ty truyen dan Viettel trong cung a gii hanh chnh cua 1 tnh, thanh pho trc thuoc Trung ng th cac kenh truyen dan nay c nh ngha la kenh thue rieng noi tnh e ket noi lien tnh. Kenh thue rieng la mot san pham ac thu, do o khach hang thue kenh rieng la nhom khach hang co chon loc oi tng khach hang la: cac cong ty cung cap dch vu vien thong, cac Ngan hang, trng ai hoc, Cac cong ty a quoc gia. Hien nay khach hang ang s dung cac loai hnh dch vu nh sau: Leased Line: Chat lng on nh, nhng phai au t chi ph cao ve phan thiet b va gia cc cung tng oi cao. Frame Relay: Chat lng khong tot bang Leased line nhng chi ph thue kenh thap. Dial up: ay la loai hnh ch s dung tam thi khi cha thiet lap c ng truyen.

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Trong cac loai hnh tren th xu hng hien nay phan ln s dung ng truyen Leased Line lam phng tien ket noi chnh do chat lng c am bao, cac loai hnh khac ch e d phong. Chnh v the, Viettel co rat nhieu c hoi e tr thanh nha cung cap dch vu ng truyen ln nhat cho cac oi tng khach hang. Trong nam 2008, Viettel noi chung va Cong ty Truyen dan noi rieng ang quyet tam e tr thanh nha cung cap dch vu co mang li phu rong nhat va chat lng dch vu tot nhat. ay se la c hoi rat ln e Trung tam Truyen dan KV3 tr thanh mot trong nhng n v cung cap dch vu ln nhat tai th trng pha Nam. 4.1.2. Chien lc gia Trong kinh doanh gia ca bao gi cung la van e quan trong, co tnh chat quyet nh s thanh bai cua ca qua trnh ban hang. V vay, trung tam a chu ong e xuat nhng mc gia hp ly cho nganh dch vu co chat lng va gia tr cua mnh .

4.1.2.1. Cc thue kenh noi tnh (tra hang thang) a. Tai Ha Noi, a Nang, TP Ho Ch Minh n v tnh: 1.000 ong

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TOC O KENH Mc cc thue kenh

CC THUE KENH 1 670 962 1,215 1,508 1,875 2,325 2,860 3,489 4,208 4,834 5,624 21,311 36,465 96,966 2 781 1,122 1,416 1,757 2,186 2,710 3,334 4,067 4,904 5,634 6,562 23,850 40,112 104,425

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Kenh toc o 56-64 Kbps Kenh toc o 128 Kbps Kenh toc o192 Kbps Kenh toc o256 Kbps Kenh toc o384 Kbps Kenh toc o512 Kbps Kenh toc o768 Kbps Kenh toc oc1024 Kbps Kenh toc o1152 Kbps Kenh toc o1544/1536 Kbps Kenh toc o2048 Kbps Kenh toc o34 Mbps Kenh toc o45 Mbps Kenh toc o155 Mbps

(Nguon: Cong ty Truyen dan Viettel) Pham vi ap dung cac mc cc: Mc 1: Ap dung oi vi 2 iem ket cuoi cua khach hang tai cung mot quan hoac huyen Mc 2: Ap dung oi vi 2 iem ket cuoi kenh cua khach hang tai khong cung mot quan hoac huyen b. Cac tnh con lai n v tnh: 1.000 ong

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TOC O KENH Mc cc thue kenh

CC THUE KENH 1 925 1,330 1,678 2,081 2,592 3,213 3,951 4,820 5,812 6,679 7,769 30,916 45,546 79,706 2 1,254 1,797 2,267 2,812 3,501 4,341 5,339 6,513 7,854 9,022 10,539 40,919 58,846 111,217

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Kenh toc o 56-64 Kbps Kenh toc o 128 Kbps Kenh toc o192 Kbps Kenh toc o256 Kbps Kenh toc o384 Kbps Kenh toc o512 Kbps Kenh toc o768 Kbps Kenh toc oc1024 Kbps Kenh toc o1152 Kbps Kenh toc o1544/1536 Kbps Kenh toc o2048 Kbps Kenh toc o34 Mbps Kenh toc o45 Mbps Kenh toc o155 Mbps

(Nguon: Cong ty Truyen dan Viettel)

Pham vi ap dung cac mc cc: Mc 1: Ap dung oi vi 2 iem ket cuoi cua khach hang tai cung mot huyen, th tran hoac th xa

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Mc 2: Ap dung oi vi 2 iem ket cuoi cua khach hang tai khong cung mot huyen, th tran hoac th xa.

4.1.2.2. Cc thue kenh noi tnh e ket noi kenh thue rieng lien tnh (cha co VAT) n v tnh:1000 ong

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TOC O KENH Mc cc thue kenh

CC THUE KENH 1 569 818 1,033 1,282 1,594 1,967 2,431 2,791 3,366 3,867 4,499 17,049 29,172 77,573 2 664 954 1,203 1,493 1,858 2,304 2,834 3,254 3,923 4,508 5,249 19,080 32,090 83,540

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Kenh toc o 56-64 Kbps Kenh toc o 128 Kbps Kenh toc o192 Kbps Kenh toc o256 Kbps Kenh toc o384 Kbps Kenh toc o512 Kbps Kenh toc o768 Kbps Kenh toc oc1024 Kbps Kenh toc o1152 Kbps Kenh toc o1544/1536 Kbps Kenh toc o2048 Kbps Kenh toc o34 Mbps Kenh toc o45 Mbps Kenh toc o155 Mbps

(Nguon: Cong ty Truyen dan Viettel) Pham vi ap dung Mc 1: iem ket cuoi cua khach hang nam trong khu vc cac quan noi thanh cua 3 thanh pho Ha Noi, TP HCM, a Nang, hoac th xa la tnh l cua tnh, thanh pho trc thuoc Trung ng. Mc 2: iem ket cuoi cua khach hang nam trong khu vc cac huyen ngoai thanh cua 3 thanh pho Ha Noi, TP HCM, a Nang, hoac th xa la tnh l cua tnh, thanh pho trc thuoc Trung ng. 4.1.2.3. Cc kenh thue rieng lien tnh (cha co VAT)

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n v tnh: 1000 ong VUNG CC THUE KENH NG DAI 1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Kenh toc o 64 Kbps Kenh toc o 128 Kbps Kenh toc o192 Kbps Kenh toc o256 Kbps Kenh toc o384 Kbps Kenh toc o512 Kbps Kenh toc o768 Kbps Kenh toc oc1024 Kbps Kenh toc o1152 Kbps Kenh toc o1544/ Kbps Kenh toc o2048 Kbps Kenh toc o34 Mbps Kenh toc o45 Mbps Kenh toc o155 Mbps 1,013 1,445 1,700 1,981 2,207 2,535 2,990 4,169 4,667 6,052 7,403 23,911 43,837 92,057 2 1,974 2,820 3,315 3,865 4,304 4,944 5,831 7,622 8,534 11,068 12,878 37,891 69,467 153,022 3 3,803 4,809 5,602 5,981 6,736 7,414 8,188 10,455 14,795 18,131 19,473 51,872 95,124 204,249

TT

TOC O KENH

(Nguon: Cong ty Truyen dan Viettel) Cac mc 1, 2 va 3 c tnh da theo c ly gia cac tnh thanh vi nhau. S dung co hieu qua cac chnh sach gia u ai, linh hoat, ho tr ac biet cho Khach hang tiem nang, thue kenh vi dung lng ln, so lng nhieu cung nh thi gian cam ket s dung lau dai. Thi gian qua, Trung

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tam ap dung triet e cac chnh sach nay: giam cc theo dung lng, so lng ng truyen va theo thi han thue.v.v.cu the nh: + Giam cc theo thi han hp ong: Ap dung cho tat ca cac khach hang cam ket s dung dch vu lau dai vi Viettel. Mc giam MC GIAM Kenh ng dai, noi tnh 1 2 3 4 5 en 01 nam T 01 nam en 02 nam T 02 nam en 03 nam T 03 nam en 05 nam Tren 05 nam Khong giam 5% 8% 12% 15% Kenh quoc te Khong giam 5% 8% 12% 15%

STT

THI HAN HP ONG

(Nguon: Cong ty Truyen dan Viettel) Trng hp khach hang s dung dch vu thue kenh co ang ky s dung dch vu theo thi han hp ong vi Viettel e c giam cc thue kenh, nhng thi gian thue thc te cua khach hang cha u thi han a ang ky th khi thanh ly hp ong khach hang phai thanh toan them cho Viettel phan chenh lech gia gia cc thue theo hp ong ang ky thi han va gia cc qui nh tai cac quyet nh ve gia cc cua viettel trong suot khoang thi gian khach hang s dung dch vu. + Giam cc oi vi khach hang thue kenh lien tnh, noi tnh va quoc te dung lng ln.

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(n v tnh dung lng la n x 2048 Kbps) MC GIAM Lien tnh, noi tnh 1 2 3 4 5 n=5 5 < n 10 10 < n 16 16 < n > 25 n 25 8% 10% 12% 15% 20% Quoc te 10% 12% 15% 18% 20%

STT

SO KENH

(Nguon: Cong ty Truyen dan Viettel) oi vi khach hang thue nhieu kenh th dung lng e tnh mc giam cc bang tong dung lng cac kenh cong lai va ap dung mc giam cc oi vi kenh tong o. + Khach hang tra tien trc Tra trc 01 thang: giam gia 1% Tra trc 03 thang: giam gia 3% Tra trc 06 thang: giam gia 8%

Khach hang co the la chon 1 trong cac trng hp giam cc tren va tong mc giam cc khong qua 30% mc gia qui nh cua Tong Cong ty Vien thong Quan oi. + Khach hang s dung nhieu dch vu cua Tong Cong ty Vien thong Quan oi.

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oi vi khach hang s dung t 02 dch vu cua Tong Cong ty tr len: Giam gia 20% oi vi kenh thue rieng. + Khach hang thue kenh phuc vu cho cac hoat ong cua ang, Chnh phu, giao duc quoc gia, hay chng trnh khac ve hp tac quoc te mang lai li ch quoc gia giam gia them 20% - 30% cc thue kenh rieng. + oi vi cac khach hang ac biet, tuy theo tng trng hp cu the se co qui nh rieng do Giam oc cong ty Truyen dan quyet nh sau khi c phe duyet bi Tong Giam oc Tong Cong ty Vien thong Quan oi. T ngay 20/5 20/8/2008 , khach hang tai Ha Noi , TP.Ho Ch Minh , Bnh Dng , ong Nai c mien ph lap at va s dung dch vu Leased line trong thi gian 1 thang ( sau thang au tien ). ac biet Viettel cho khach hang mn thiet b au cuoi thay v phai mua nh trc ay. Mien ph cc au noi cho nhng khach hang co so lng kenh thue t 30 tuyen tr len. Mien cc noi tnh ket noi lien tnh cho cac khach hang thue kenh ng truc t 2048 Kbps tr len. 4.1.3. Chien lc phan phoi Hien nay Trung tam tiep can vi khach hang chu yeu la qua : Hnh thc Marketing trc tiep: + Tiep xuc trc tiep cac khach hang bang cac quan he hp tac toan dien gia tong cong ty vi cac khach hang (hien Tong cong

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ty a k thoa thuan hp tac chien lc vi oi tac_ong thi la khach hang ln nh ACB, Vinaconex ) + Gi lien lac thng xuyen vi khach hang nh goi ien thoai hoac gi mail e hoi tham khach hang + Thong qua cac quan he th ba la oi tac cua Viettel hay t nhng khach hang cua Viettel, nh : Da tren phng tien truyen mieng gia cac khach hang gii thieu cho nhau + Tiep xuc trc tiep: Goi ien lien lac vi ngi chu trach nhiem e hen gap va gii thieu dch vu v.v Hoac gi t ri, hoac gii thieu trc tiep ve dch vu cua chung ta en bo phan lien quan cua khach hang . + Cac moi quan he ca nhan cua nhan vien ban hang va cac chng trnh Marketing trc tiep. 4.1.4. Chien lc chieu th Hien tai trung tam a va ang thc hien nhng hnh thc chieu th, quang cao san pham nh : Tiep th trc tiep cac dch vu thue kenh rieng cua Viettel en cac Khach hang. Phng thc tiep th co the bang cac th in quang cao, cac tap tai lieu gii thieu ve cong ty va cac dch vu Viettel ang cung cap (profile), Hp tac vi cac khach hang tham gia cac hoat ong cua cong ong nh ung ho ong bao bao lut, giup cac gia nh co cong cach mang Thng xuyen hoi tham khach hang ve chat lng ng truyen, phong cach phuc vu, bang cach: Goi ien thoai hoi tham, viet mail, hay gi bang cau hoi ieu tra dch vu cua Viettel,
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Co chnh sach hau mai cho khach hang nh: Tang qua lu niem cho khach hang nhan cac dp ky niem hoac le tet .

To chc cac chng trnh khuyen mai nham thu hut cac khach hang mi s dung dch vu cua Viettel

Giam thieu mot so thu tuc cua ho s thue kenh: Bo cong van xin thue kenh, va giay t nha thay vao o bang cong van xac nhan quyen s dung hp phap hai iem au cuoi.

4.2. Nhan xet ve chien lc marketing mix tai Trung tam truyen dan khu vc 3 4.2.1. Chien lc san pham Hien nay Trung tam ang cung cap cac dch vu nh: Kenh thue rieng trong nc (rat ngheo nan) Kenh theu rieng quoc te (IPLC) IPVPN MPLS (quoc te) u iem Vi c s ha tang va cong nghe ang c au t hien tai, Cong ty truyen dan Viettel c anh gia la mot trong nhng cong ty hang au ve lnh vc truyen dan. Chnh v the, ngay nay, Cong ty ch con au t chuyen ve ng truyen Leased Line vi chat lng on nh rat cao va luon lam hai long khach hang hien tai. Han che Ben canh o, mot so cac trang thiet b con lac hau van c s dung cho mot so cac khach hang cu nen chat lng ng truyen nhieu luc van cha c am bao. 4.2.2. Chien lc gia

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u iem Cong ty thc hien chu yeu la chnh sach gia c an nh cu the, gia c chia nho ra theo khu vc a ly va thanh pho ln nen rat phu hp va thuan li cho cac oi tng khach hang. Ben canh o, gia c linh hoat thay oi t 5-8% thap hn so vi oi thu tao nen mot thuan li rat ln cho cong tac kinh doanh va canh tranh vi cac oi thu. Han che Tuy nhien, cac nhan vien phong kinh doanh van cha c phep quyet nh gia ca khi cha co ch th t cap tren, cong tac giam gia van cha linh hoat so vi cac oi thu canh tranh. Chnh v the a tao nen mot bat li khong nho trong cong viec canh tranh tren th trng. Ben canh o, Trung tam con cham trong viec thay oi gia e thch ng vi th trng (2 nam mi giam gia mot lan). Khung gia ap dung cho cac kenh n x 2M cha c quyet nh e khuyen khch cac kenh co dung lng ln nh 4M, 6M, 8M

4.1.3. Chien lc phan phoi u iem Hien nay Trung tam cha co kenh phan phoi. Viec tiep can vi khach hang chu yeu la qua hnh thc marketing trc tiep thong qua nhan vien, khach hang va oi tac, nen co the chu ong c trong viec cung cap thong tin en khach hang muc tieu va nam c cac mong muon va nguyen vong cua ho.

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Han che Tuy nhien v phan phoi trc tiep nen hieu qua kinh doanh se phu thuoc rat nhieu vao thai o hai long hay khong hai long cua khach hang va cac oi tac oi vi trung tam. Ben canh o, so lng nhan vien kinh doanh qua t, ky nang ban hang va Marketing con yeu nen hieu qua kinh doanh cung phu thuoc rat nhieu vao lc lng nay. 4.2.4. Chien lc chieu th u iem To chc cac chng trnh khuyen mai nham thu hut cac khach hang mi s dung dch vu cua trung tam nh giam gia, co chnh sach hau mai cho khach hang e gi va thu hut khach hang mi. Han che Tuy nhien, viec quang cao van cha c tien hanh manh me tren cac tap ch chuyen nganh, cung nh tren cac phng tien khac e thu hut s chu y t khach hang tiem nang. Cac hoat ong PR cung khong c trung tam chu trong mac du ay la mot hoat ong rat quan trong e tao nen thng hieu vng chac cho cong ty.

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CHNG V: HOAN THIEN GIAI PHAP MARKETING MIX CHO DCH VU THUE KENH RIENG TAI TRUNG TAM TRUYEN DAN KHU VC 3 5.1. Hoan thien giai phap marketing mix tai Trung tam truyen dan KV3 5.1.1. Chien lc san pham Chien lc san pham co v tr, vai tro rat quan trong. Ch khi hnh thanh c chien lc san pham tot th trung tam mi phat huy c het nguon lc cua mnh va phat trien ben vng. - Hien nay cong ty truyen dan Viettel ang s dung cong nghe SDH la cong nghe truyen dan ong bo theo chuan quoc te vi cac u iem noi troi nh sau:

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Cung cap cac ket noi co bang thong co nh cho khach hang. o tin cay cua kenh truyen dan cao, tre truyen tai thong tin nho. Cac giao dien truyen dan a c chuan hoa va tng thch vi nhieu thiet b tren mang. Thuan li cho ket noi truyen dan iem _ iem. Quan ly de dang. Cong nghe a c chuan hoa. Thiet b a c trien khai rong rai. So vi cong nghe PDH (Plesiochronous Digital Hierachy) kenh can ong bo ma VNPT ang s dung th cong nghe SDH co nhng u iem hoan toan vt troi. Nen ve mat chat lng dch vu ma cong ty truyen dan Viettel cung cap th hoan toan c am bao. Chnh v the trung tam truyen dan KV3 ch can tao nen s khac biet trong viec cung cap dch vu. lnh vc truyen dan trong nc cha co mot cong ty nao manh dan thay the mien ph cac thiet b cu cua khach hang hien tai. ay, Trung tam truyen dan KV3 hoan toan co kha nang tien phong bi v thi gian hoan von ngan (theo cac chuyen gia ve lnh vc vien thong thi gian hoan von cua lnh vc nay thng ngan khoang t 1 en 2 nam ). Mot khi thc hien c ieu nay trung tam se anh c vao tam ly cua khach hang nham tang niem tin va moi quan he t ho. Khi a tao c moi quan he tot vi khach hang th hp ong duy tr lau dai hn. Va qua hoat truyen mieng, t ho ta cung co the co c nhng hp ong mi. - Hien nay Trung tam ang cung cap cac ng truyen vi dung lng t 56Kbps en 155Mbps. Vi yeu cau cua tng khach hang, Trung tam se cung cap cac ng truyen vi dung lng t thap nhat cho en cao nhat. ieu o cung ong ngha vi doanh thu thue kenh cung bien ong t thap nhat cho en cao nhat moi khach hang. e thu c doanh thu cao hn, tm kiem them khach

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hang va gi chan c khach hang cu, Trung tam nen phat trien cac ng truyen vi dung lng n x 2M. ay la cac ng truyen co dung lng ln chuyen dung e cung cap cho cac khach hang ln nh: Cac ngan hang, cong ty chng khoan va cac ng truyen quoc te. Tuy nhien e thu hut c khach hang s dung cac ng truyen nay th Trung tam nen mien ph cc hoa mang (4.000.000), mien ph cac trang thiet b (10.000.000) va giam gia 8% (v mc giam cc cho kenh mi c cong ty qui nh giao ong t 5% - 8%) cc thue kenh hang thang cho khach hang trong suot thi gian s dung. Khi o dch vu mi nay se co thi gian hoan von lau hn, nhng bu lai Trung tam se co c nhng khach hang ln va mang ve mot lng doanh thu ln hn, cung nh chiem u the hoan toan ve gia so vi cac oi thu canh tranh (v hien gi gia cua Viettel va cac oi thu canh tranh gan nh tng ng nhau). Ben canh o, Trung tam san sang cam ket neu co s co xay ra th thi gian x ly la nhanh nhat: T 1-3 gi tai noi thanh Thanh pho Ho Ch Minh, cung nh tai tat ca cac tnh thanh khac trong khu vc 3 (tat ca cac tnh t Bnh Thuan tr ve en Ca Mau). (Thi gian x ly s co cua Viettel hien gi trung bnh khoang 1,7 gi, va moi tnh eu co chi nhanh ky thuat cua Trung tam trc 24/24 gi). 5.1.2. Chien lc gia Hien nay FPT ang xuat hien nh mot oi thu ang gm ben canh VNPT. Xuat hien sau nen FPT chac chan se lam moi cach e thu hut khach hang cho mnh. Nen chnh sach gia chac chan se c FPT s dung nh mot vu kh chnh e tan cong vao th trng va cung e nhanh chong gianh lay th phan cho mnh. Chnh v the Viettel can phai lu y ve chnh sach gia cua mnh e gi chan khach hang cu va tm kiem them khach hang mi. Ngoai nhng chnh sach ma trung tam ang thc hien, trung tam co the thc hien them cac chnh sach khac nh:

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oi vi khach hang tiem nang - T ngay 01/06/2009 en 01/12/2009 neu khach hang cam ket s dung dch vu cua trung tam tren 1 nam, trung tam se mien ph cc au noi hoa mang va c s dung dch vu Leased line trong thi gian 1 thang. T thang th 2 tr i trong vong 6 thang tiep theo se c giam gia: 5% oi vi cac toc o t 64 Kbps en 1024 Kbps. 10% oi vi cac toc o t 1152 Kbps tr len. Khi thc hien chnh sach nay, thi gian hoan von cua moi khach hang se tang len. Nhng bu lai gia cua Viettel se tot hn cac oi thu canh tranh nh VNPT, EVN, FPT (hien thi gia cua Viettel va cac oi thu gan nh la tng ng nhau). Ben canh o Trung tam se co c nhng khach hang o trong trong thi gian t nhat la 1 nam. Sau thi gian 1 nam, neu khach hang nhan thay chat lng ng truyen va chnh sach cham soc khach hang cua trung tam that s tot. Khi o hp ong chac chan se c duy tr lau hn na. - oi vi cac khach hang ln, ngoai chnh sach tren, trung tam co the ho tr luon cac trang thiet b (khoang 10.000.000). Thi gian hoan von se lau hn nhng bu lai ay se nguon doanh thu rat ln cho trung tam trong tng lai. Bi v khach hang ln th dung lng kenh thue cung se ln va thi gian thue cung se on nh hn cac khach hang nho. oi vi khach hang hien hu ay se la thi gian rat kho khan v cuoc khung hoang kinh te van cha co dau hieu phuc hoi. Viec khach hang ha toc o kenh hoac tam ngng s dung la ieu hoan toan co the xay ra. Nhng vi chnh sach 2 nam giam gia 1 lan ma t giam gia gan nhat la vao ngay 01/04/2008. Nen trong tng lai gan trung tam se khong the giam gia c na. Chnh v the trung tam ch co the:

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u tien giam gia khoang t 5%_10% cho khach hang lau nam va cac khach hang co toc o thue kenh ln trong vong 6 thang ti. Cc au noi, hoa mang thue kenh rieng trong trng hp ha toc o kenh, chuyen dch a iem au noi kenh: Tnh bang 30% cc au noi. Cc thue kenh rieng trong thi gian tam ngng:15% cc thue cua cac dch vu ang k s dung. 5.1.3. Chien lc phan phoi Chien lc phan phoi gop phan khong nho trong qua trnh cung cap cho khach hang ung dch vu, ung thi gian, ung v tr. Hien nay, cong ty truyen dan Viettel ang s dung song song 2 kenh phan phoi o la kenh trc tiep va kenh gian tiep. Tuy nhien vi ac iem va la san pham cong nghiep va la san pham dch vu nen viec phan phoi theo kenh trc tiep se hieu qua hn. Trung tam nen tuyen cac ky s tot nghiep t cac trng ai hoc nh Bach Khoa, ai hoc S Pham Ky Thuat e bo sung them vao phong kinh doanh. Ho la nhng ngi nam vng kien thc ve ky thuat, khi tiep xuc vi khach hang th ay chnh la mot li the (co the giai thch ro rang moi thac mac cua khach hang ve mat ky thuat, tao c niem tin cho khach hang). Mot khi c ao tao them ve ky nang ban hang th ay la mot oi ngu ban hang rat hieu qua cua trung tam. Ngoai nhan vien kinh doanh th cac nhan vien IT cua Trung tam cung la 1 kenh phan phoi rat hieu qua. Ho la nhng ngi vng chuyen mon, hieu ro nhat c s ha tang cua khach hang do thng xuyen lam viec trc tiep vi cac IT cua pha khach hang. Do o, vi nhu cau cua khach hang th ho la oi ngu nam bat rat ro. Chnh v the phai tan dung triet

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e kha nang cua cac nhan vien IT nay va huan luyen ho tr thanh mot oi ngu ban hang that s. Cong viec chnh cua ho van la IT. Tuy nhien mot khi nhan thay c c hoi cung cap dch vu cho khach hang th ho se de dang bien thanh mot nhan vien kinh doanh that thu e mang ve hp ong cho Trung tam. cac cong ty, cac ngan hang, cac cong ty chng khoan thng th cac nhan vien IT la ngi lien lac vi trung tam truyen dan KV3 trong van e s dung dch vu. Do o ta co the xem ay la 1 kenh phan phoi ang c quan tam, co the thoa thuan vi ho ve viec s dung dch vu cua Viettel vi ty le chia hoa hong khoang 2 - 3%. Mot khi trung tam co c nhng chnh sach tot vi IT cua cac cong ty th viec ho truyen mieng vi nhau la ieu hoan toan co the xay ra. Khi o ho se mang en cho trung tam nhng ban hp ong mi t cac cong ty khac. Ngoai ra, trong tng lai kenh gian tiep cung rat quan trong, ac biet la cac toa nha van phong, cac n v vien thong, khu cong nghiep, khu che xuat. Hien nay, mc chiet khau cho kenh nay dao ong t 10 15%. Nhng vi chi ph bo ra va thi gian hoan von ngan th trung tam hoan toan co the nang mc chiet khau len khoang 17% (cao hn han cac oi thu canh tranh khac nh VNPT hay EVN, mc chiet khau cua cac oi thu nay cung dao ong t 10 15%). Vi mc chiet khau hap dan nh the th kenh phan phoi nay chac chan se phat trien manh trong tng lai. 5.1.4. Chien lc chieu th Chien lc chieu th la mot cong cu quan trong va co hieu qua trong hoat ong marketing. No khong nhng lam cho dch vu cua trung tam c ban nhieu hn, nhanh hn ma con lam cho the, lc, uy tn cua cong ty c cung co. v vay phai am bao rang trung tam luon co c nhng chien lc chieu th phu hp, hieu qua e canh tranh vi cac oi thu ln manh khac.

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Ngoai cac chnh sach ma cong ty ang thc hien ta co the lam tang hnh anh cua cong ty qua cac hoat ong nh: Vao dp cuoi nam, Giam oc va pho Giam oc cua trung tam se ch than ky vao nhng la th (a c viet san bang tay) tren nhng tam thiep c thiet ke mot cach trang trong. Tren tam thiep se la nhng noi dung nh: Cam n a s dung dch vu cua cong ty, nhng li ha hen va li chuc nam mi. Viec viet th tay se tao cho khach hang niem than phuc va tao cho ho cam giac gan gui, than thiet hn vi cong ty. ieu nay se co li cho viec duy tr hp ong hien tai va viec k ket cac hp ong mi trong tng lai. Cac hoat ong PR cua trung tam t trc en nay van cha that s noi bac. Nen trung tam co the to chc 1 hoat ong PR vao thang 6 ti nham nhac nh va nang cao thng hieu cua trung tam. Chng trnh co the nh sau:

Chng trnh: GIOT MAU NGHA TNH 1. Ly do Ong ba ta thng noi La lanh um la rach. Vang, o chnh la truyen thong cua con ngi Viet Nam, luon luon oan ket, chia se, giup nhau nhng luc kho khan hoan nan. Hien tai, moi nam the can en 150 trieu n v mau, theo WHO lng mau thu c ch khoang 82 trieu n v. trung bnh moi quoc gia phai co 2% ngi tham gia hien mau mi at chuan an toan. Nhng ty le nay viet Nam ch mi khoang 0.65%. Nam 2008 ca nc van ong hien mau thu c 565.000 n v mau, hn 73% so nay la hien mau tnh nguyen, ch ap ng c khoang 40% nhu cau mau ca nc. Nam 2009 ca nc c oan can khoang 800.000 n v mau, can phai co tng ng khoang 1 trieu ngi hien mau. Nhng c tnh

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ch co khoang 61 ngan ngi hien mau, tng ng 6,1% (nguon: trang web http://nihbt.org.vn). 93,9% con lai phai tm t au? Vang, phai tm t tat ca nhng ngi Viet Nam noi chung va nhng ngi lnh Viettel noi rieng. Hien mau cu ngi la ngha c cao ep, the hien s hieu biet, long nhan ai va trach nhiem cua moi ca nhan oi vi cong ong. Mau cua chung ta se cu song ong bao cua chung ta. Mau cua chung ta se ton vinh gia tr nhan van cua chnh con ngi Viet Nam. Mau cua chung ta se la khoi sc manh gan ket moi ngi lai vi nhau cung chung tay xay dng nc nha phat trien. Va mau cua chung ta se mang en nguon song va hanh phuc cho nhng gia nh, nhng con ngi can no. Chng trnh Giot mau ngha tnh ra i cung v nhng ly do cao ca o. Tat ca nhng ngi lnh Viettel, chung ta hay cung xoan tay ao len e mau cua chung ta cu c tnh mang ngi benh, mang lai niem vui hanh phuc cho gia nh ho, va cung e phat huy manh me truyen thong ao c cua dan toc Rong tien chung ta. 2. Muc ch cua chng trnh Ton vinh tnh nhan van va long nhan ai cua con ngi Viet Nam noi chung va ngi lnh Viettel noi rieng. Cung cap nguon mau en cac benh nhan can mau. ay la mot hoat ong nhan ao nen khi thc hien se lam tang la trong cong viec va tinh than oan ket trong tat ca nhan vien cua trung tam. Hnh anh cua trung tam truyen dan KV3 se c xuat hien tren bao ch va truyen hnh. T o, thng hieu cua cong ty truyen dan se c khach hang tiem nang biet en, va c cung co vi khach hang hien tai vi o phu rat ln ( ca nc ). 3. Thanh phan tham gia

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Tat ca can bo, cong nhan vien cua trung tam truyen dan KV3_cong ty Truyen dan Viettel. So lng: 165 ngi. 4. Thi gian tien hanh Ngay 07/06/2009 5. a iem Trung tam truyen dan khu vc 3 : H158/2A Hoang Hoa Tham, F12, Q. Tan Bnh, TP HCM

6. Cong tac chuan b Ngay 27/05/2009 Cong viec Xin phep S Y te Tp ve chng trnh hien mau Lien he vi Trung tam Hien mau Nhan ao Hoi Ch 28/05/2009 Thap o thanh pho e thong bao ve viec hien mau cua trung tam truyen dan KV3 - Trung tam truyen dan KV3 se phat ong chng trnh: Giot mau ngha tnh en tat ca can bo, cong 01/06/2009 nhan vien chc cua trung tam. - Bang ron se c treo tai toa nha N va khu vc nha an tai trung tam. Ghi chu

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Gi thong cao bao ch va thiep mi en cac toa soan 02/06/2009 va ai truyen hnh nh: Bao tuoi tre, bao thanh nien, bao ngi lao ong va ai truyen hnh TP Ho Ch Minh Goi ien hoac lien he trc tiep en cac toa soan, ai 05/06/2009 truyen hnh va Trung tam Hien mau Nhan ao Hoi Ch Thap o thanh pho e nhac nh ngay dien ra chng trnh hien mau Nhac nh tat ca can bo, cong nhan vien cua trung 06/06/2009 tam ve chng trnh hien mau va dan do nhng van e can thiet

7. Noi dung chnh 7:30 8:00 on khach en t cac toa soan va ai truyen hnh Ban Giam oc se trnh bay ve viec thieu hut mau va viec can thiet phai hien mau cua moi cong dan Viet Nam. 8:30 11:00 Chng trnh hien mau bat au Chng trnh hien mau ket thuc

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8. Chi ph s bo n v tnh: ong Ten Bang ron (0,4-3m) Hoa Phong man Nc (thung) Qua cho phong vien Thiep Qua cho ngi hien mau So lng 2 5 1 8 6 10 165 n gia 150.000 120.000 1.200.000 65.000 5.000.000 15.000 50.000 Thanh tien 300.000 600.000 1.200.000 520.000 3.000.000 150.000 8.250.000 Ghi chu

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Banh ai khach Chi ph tiep khach (ban) 2

200.000 2.000.000

200.000 4.000.000 18.220.000

Chi ph phat sinh 15% TONG CONG

2.733.000 20.953.000

Ngoai ra, trung tam con co the ket hp vi khu vc 1 va khu vc 2 e ang bai tren bao va tap ch gii thieu ve dch vu va cac chng trnh khuyen mai cua cong ty e thu hut s chu y cua khach hang tiem nang va nhac nh khach hang hien tai. Trong so cac bao va tap ch trung tam nen chon Thi bao kinh te Sai Gon v nhng ly do sau: San pham cua cong ty la san pham ac thu ch co the ban cho cac doanh nghiep va cac to chc. oi tng oc gia: CEO, giam oc, chu doanh nghiep, nha quan ly trung va cao cap, chuyen gia, sinh vien chuyen nganh kinh te. So lng phat hanh: 70.000 ban So lng oc gia: 329.000 (Nguon: Thi bao Kinh te Sai Gon ) Vi o phu rong (ca nc) va so lng oc gia ln, Thi bao kinh te Sai Gon la mot ni ang tin cay e cac cong ty a thong tin cua mnh i khap ca nc va t o se m ra c hoi phat trien.

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Co the ang lien tuc 3 tuan v tr: 1/2 trang ng, hoac 1/2 trang ngang v: Viettel la mot thng hieu manh nen cung khong can ton qua nheu chi ph e ang tren trang nhat ma ch can dien tch khoang na trang cung a co the gay c s chu y cua khach hang. Cu the nh sau:

Kch thc trang

V tr

n gia

1/2 trang ng (115mm x 190mm ) 1/2 trang ngang (175mm x 123mm)

18.000.000

12.500.000

(Nguon: Thi bao Kinh te Sai Gon) Sau thi gian ang quang cao 1 thang, da vao so hp ong mi hoac s phan hoi t khach hang nh : Goi ien hoi ve dch vu hoac xin bao gia khi o cac trung tam se quyet nh co nen tiep tuc ang quang cao na hay khong. 5.2. Mot vai kien ngh
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Sau thi gian thc tap tai Trung tam truyen dan KV3 , co c hoi tiep can vi cong viec thc te , em nhan thay hoat ong dch vu Thue kenh rieng tai Trung tam co nhng iem manh ang ke nhng ben canh o cung co nhng iem can cai thien e nang cao hn na hieu qua kinh doanh cua dch vu Thue kenh rieng noi rieng cung nh cua Trung tam noi chung . iem manh oi ngu CB CNV tre, nang ong, co kien thc, nhiet huyet va nhay ben trong cong viec . Cong tac cham soc khach hang tot. Giai ap c hau het nhng yeu cau cua khach hang . Mang li dch vu manh va rong khap ca nc, en ca nhng vung sau vung xa nh : Phu Quoc , Lao Cai Thu tuc thue kenh de dang , linh hoat . Co uy tn thng hieu tren th trng . iem yeu oi ngu nhan vien mong dan en mot ngi phai x ly nhieu viec. Cong tac Marketing cha c chu trong, cha pho bien rong rai dch vu en cho khach hang. Khach hang luon ngh Viettel ch kinh doanh dch vu Mobile ma khong biet en nhng loai hnh dch vu khac cua Viettel . Bien phap khac phuc Tuyen them 2 nhan vien cho phong kinh doanh e ap ng ay u nhu cau cua cong viec. Phan cong cong viec ro rang cho tng khau, nham giai quyet cong viec nhanh va hieu qua. Cu the nh sau: Mot ngui se quan ly, theo doi cong n, hoa n va giai quyet cong van , thu tuc lien quan en cac c quan cong quyen khi co mot tuyen mi c phat sinh.
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Ngi con lai se c bo sung vao ban phat trien khach hang trong nc v ban nay hien ang thieu ngi (ch co 2 ngi). Ngi nay chuyen tiep nhan, x ly cac yeu cau cua khach hang hien tai nh: Di di tram, tang hoac giam dung lng, thanh ly hp ong, ng cu thong tin. Trung tam nen cung cap them trang thiet b e ho tr nhan vien trong cong viec nh : Mot may scan e tien li cho viec scan tai lieu, hoa n, hp ong e gi cho cac oi tac nc ngoai nh AT&T, CHT Mot may photo e thuan tien cho viec photo tai lieu, cac tap hoan cong thanh quyet toan, hoa n, cac tai lieu phuc vu cho cong tac kinh doanh va cac hoat ong cua phong kinh doanh Them 2 may ien thoai ban v hien gi phong kinh doanh ch co 10 ien thoai ban khong ap ng c cong tac lien lac vi khach hang va ng cu thong tin. Cac nhan vien kinh doanh hien gi con yeu ve kien thc ky thuat. Chnh v the Trung tam nen to chc cac lp tap huan kien thc c ban ve ky thuat cho oi ngu nhan vien nay. Thi gian thuan tien nhat la vao chieu th bay hang tuan v khi o cong viec can x ly se t hn cac ngay khac. Mot khi nhan vien kinh doanh nam vng c kien thc ky thuat th viec cung cap dch vu cho khach hang se thuan li hn rat nhieu. To chc cac cuoc hoi ngh khach hang chu yeu cac khu vc nh: Quan 1, quan 3, quan Tan Bnh, Bnh Dng, Vung Tau, ong Nai. V ay la nhng ni tap trung ong cac van phong ai dien , cac cong ty ln va cac khu cong nghiep ln cua khu vc 3 (tat ca cac tnh t Bnh Thuan tr ve en Ca Mau), nham tiep thu y kien,

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gii thieu dch vu cua cong ty tao nen mot thng hieu rieng tach biet khoi cai bong cua Viettel Telecom. Ben canh o cung that chat hn moi quan he vi khach hang hien hu va tao moi quan he vi khach hang tiem nang.

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PHAN KET LUAN

Cung nh cac dch vu vien thong khac, dch vu thue kenh rieng cung ang giai oan canh tranh quyet liet bi cac oi thu ln ngang tam nhau nh Viettel, VNPT, EVN, FPT. Trong o ang ke nhat la VNPT vi ay u tiem nang ve tai chnh, ln manh ve quy mo va co uy tn lau i. The nhng khong phai v the ma cac nha cung cap khac cung nh cong ty Truyen dan Viettel khong co sc bat rieng cua mnh. Qua o cung co vng chac thng hieu Viettel tren th trng vien thong trong nc va quoc te, ien hnh la nam 2008 Viettel c xep han 83/100 cong ty vien thong manh nhat the gii. Da vao li the canh tranh cua mnh, trung tam a nam bat c nhng c hoi kinh doanh e phat trien manh me nh hom nay. oi vi trung tam, tuy con cha hoan toan chu ong chnh sach ve gia, nhng Trung tam a chu ong trong viec thc hien chien lc marketing. Phong kinh doanh a co nhng no lc het sc trong cong tac marketing ho tr cho ket qua kinh doanh phat trien nh hien nay. Vi kien thc va kinh nghiem thc te con han che, ong thi ay la mot e tai nghien cu ma thi gian co han nen em ch i vao phan tch tnh hnh hoat ong marketing cua trung tam truyen dan khuc vc 3 _ Cong ty truyen dan Viettel, t o anh gia va a ra mot giai phap hoan thien. Do o, trong bai viet nay khong the tranh c nhng sai sot va cach nhn chu quan, rat mong nhan c s thong cam va hng dan cua quy thay co, co chu va cac anh ch trong Trung tam e bai viet nay hoan chnh hn. Em xin chan thanh cam n!

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